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Web Usability Illustrated: Breathing Easier With Your Usable e-Commerce Site (continued)

published in The Journal of Electronic Commerce, Volume 11, Number 4

Examples of Usability Design Goals and Issues
We illustrate various design issues across 5 categories of user engagement: motivation, visual work, intellectual work, memory work, and physical work. These examples help visualize the "invisible problems" that may be holding e-commerce back from its full potential (Schaffer, 1998).
Design to Enhance Motivation
1.	Target user types	Define the "persona" for each user type, then fashion a motivation plan	Offer selected goals per persona... Stimulation Ego boosting Knowledge Enhanced social relations Practical solutions Rewards Avoidance of problems
2.	Consider adopting a theme to enhance user motivation and understanding	Make theme intrinsic to the site offering (Postcards fit the map and travel theme)
		Avoid "paste-on" theme. (What does a 1940's bus have to do with internet communication?)
		Avoid mixed themes (Newspaper "page" and "boulevard" collide.)
3.	Ensure downloads are short (5-10 secs or less) even under poor internet conditions	When pressed for speed, avoid graphic images for text headers. Use font instead.
		Ensure that any image map offers true value to user in exchange for the download time (Be suspicious when told to click for "fun & adventure")
		Reduce the number of colors to reduce size of the gif file.	Try artistic filters such as solarization, sepia, line draw, duo-tones
4.	If international audience, avoid offensive images	Avoid idioms, cultural stereotypes, and images of body parts Get OKs from local authorities
		Use internationally recognized "world images"
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